M•A•C  str*be

M•A•C str*be Los angeles

Experiential Conception, Development, Design, Execution

M•A•C  str*be Launch 2025 in Downtown L.A.

M.A.C Strobe product launch, Downtown Los Angeles, March 2025: Visitors explore a dark multimedia exhibit lined with glowing vintage television screens and colorful lights. Produced by THE UMBRELLA.

THE UMBRELLA was commissioned by M•A•C to create an innovative influencer event to re-launch their iconic str*be line, with several new additions to the product category. The brief was: activate a raw space, centrally located in Los Angeles, & create a vibe that compliments the iridescent aesthetic of the strobe product line. 

M.A.C Strobe product launch, Downtown Los Angeles, March 2025: Close-up portrait of a Black woman with braided hair, dramatic eye makeup, striped long nails, and a black leather outfit against pink and orange neon lights. Produced by THE UMBRELLA.

We developed a concept that tapped our network of fine artists to create a guest experience where guests could sample the str*be product, interact with several self-captured content installations, as well as some aesthetically bold backdrops for pro-capture. 

M.A.C Strobe product launch, Downtown Los Angeles, March 2025: Alex Chapman live show flyer featuring Mac Strobe, March 20, 2025, 11:30 p.m. to 1:30 a.m. in Los Angeles. Produced by THE UMBRELLA.

Guests were dropped at an alley in the DTLA Arts District, where a UV Strobe stencil was illuminated by a light affixed to a scissor lift, creating a unique high/low aesthetic. As guests made their way inside the warehouse space, they were funneled into a tunnel of CRT TVs with CCTV cameras in various zones, allowing them to capture themselves in a highly viral and retro way. As they exited the tunnel, a ‘Step & Repeat,’ made out of CRT TVs and digital scrolling tickers summoned them. They were captured by a CCTV camera to fix them on all the TVs behind them, as BFA took their portraits in front of this highly unique backdrop.

We used lighting direction to draw guests to custom built vending machines throughout the space. The primary vending machine contained bubbles filled with the M•A•C Strobe products. A secondary vending machine contained useful party favors like lipliner, blotting paper, vapes, M•A•C branded lighters, & more. The vending machines were a crowd favorite and were replenished throughout the night.

M.A.C Strobe product launch, Downtown Los Angeles, March 2025: MAC Str*be vending machine filled with makeup products against a purple-lit wall. Produced by THE UMBRELLA.
M.A.C Strobe product launch, Downtown Los Angeles, March 2025: Young woman holding a pink balloon at a purple-lit event beside a balloon-filled display. Produced by THE UMBRELLA.
M.A.C Strobe product launch, Downtown Los Angeles, March 2025: People at a pink-lit event beside a transparent claw machine filled with plastic capsules and balloons. Produced by THE UMBRELLA.
M.A.C Strobe product launch, Downtown Los Angeles, March 2025: Black vending machine stocked with assorted candy, gum, mints, lip balm, and packaged snacks in labeled compartments C1–C6. Produced by THE UMBRELLA.

As guests explored the space, they encountered a large format LED screen which was streaming content from our live instant-capture video booth. Guests were captured in motion, treated with a glitchy and brand-colored filter, and videos were seamlessly stitched together with post production & bumpers added in instant-post. Guests simply scanned a QR code to download and post their videos.

We also built a larger than life shadow box where professional go-go dancers danced in silhouette throughout the night. When they were not occupied, this also became a guest content capture moment.

M.A.C Strobe product launch, Downtown Los Angeles, March 2025: Person curled up in a fetal position under purple lighting. Produced by THE UMBRELLA.

Guests enjoyed refreshments at our bar which featured custom cocktails lit beneath a dynamic neon sign. They were lounged on a custom built asterisk shaped (the brand mark) & suede upholstered banquette. 

M.A.C Strobe product launch, Downtown Los Angeles, March 2025: Red-haired woman in black clothing reclining on a dark couch in a dimly lit room. Produced by THE UMBRELLA.
M.A.C Strobe product launch, Downtown Los Angeles, March 2025: Two women posing together on a pink bed, one wearing a black shirt and the other a pink lace-trimmed top. Produced by THE UMBRELLA.
M.A.C Strobe product launch, Downtown Los Angeles, March 2025: Person wearing sunglasses reads a vintage copy of “Group Sex Practices” while seated on a pink couch. Produced by THE UMBRELLA.
M.A.C Strobe product launch, Downtown Los Angeles, March 2025: Two stylish women seated on a pink couch at a fashion event, wearing statement outfits and posing for a photo. Produced by THE UMBRELLA.
M.A.C Strobe product launch, Downtown Los Angeles, March 2025: Blonde woman in a fluffy white coat holding lip gloss and kissing a pink spherical purse at a dimly lit venue. Produced by THE UMBRELLA.
M.A.C Strobe product launch, Downtown Los Angeles, March 2025: Close-up of two cocktails with straws on a table under pink and orange ambient lighting. Produced by THE UMBRELLA.

Outside, in the parking lot adjacent to the warehouse, we built a lounge complete with 2 food trucks representing the best of both LA & NYC. Guests enjoyed tacos by the renowned LA taco staple, Koji Taqueria by Roy Choi as well as slices of pizza from NYC’s legendary Joe’s Pizza. Guests were clambering to get their hands on the custom made pizza slice boxes, a detail that was appreciated by all.

M.A.C Strobe product launch, Downtown Los Angeles, March 2025: Two smiling women in black outfits hold pizza boxes in front of a red-and-white pizzeria sign. Produced by THE UMBRELLA.
M.A.C Strobe product launch, Downtown Los Angeles, March 2025: Woman in a black leather jacket and floral scarf eating food from a takeout box at night. Produced by THE UMBRELLA.
M.A.C Strobe product launch, Downtown Los Angeles, March 2025: Woman with long black hair wearing a metallic purple dress with a glossy chocolate-brown corset detail, standing against a gray metal shutter. Produced by THE UMBRELLA.

M•A•C notable guests include:

Karen Sarahi Robles, Indigo Star, The Symone, Marta Pozzan, Akira Akbar, Cailin Russo, Roxette Arisa, Andrew Matarazzo, Carmen Solomons, Dosha Deng, Scott Oliver Hartt Sussman, Annahstasia, Thirrrsst, Sandy Lin, Jermaine Mitchell, Sophia Monet, Jacqui Graham.

M.A.C Strobe product launch, Downtown Los Angeles, March 2025: Person wearing a black baseball cap, glasses, and black leather outfit while holding a MAC Cosmetics shopping bag against a purple backdrop. Produced by THE UMBRELLA.
M.A.C Strobe product launch, Downtown Los Angeles, March 2025: Person with white face paint, red lipstick, and slicked-back hair wearing a black suit in front of a graffiti-covered red door. Produced by THE UMBRELLA.
M.A.C Strobe product launch, Downtown Los Angeles, March 2025: Two women in glamorous black embellished outfits posing beneath a MAC Cosmetics store sign. Produced by THE UMBRELLA.
M.A.C Strobe product launch, Downtown Los Angeles, March 2025: Woman with long black hair and sunglasses on her head posing in a dimly lit venue with purple lighting. Produced by THE UMBRELLA.
M.A.C Strobe product launch, Downtown Los Angeles, March 2025: Two women in black outfits sitting on a pink couch, holding drinks and posing for a photo. Produced by THE UMBRELLA.
M.A.C Strobe product launch, Downtown Los Angeles, March 2025: Woman in a black-and-silver outfit poses with her tongue out in front of multiple vintage television monitors. Produced by THE UMBRELLA.
M.A.C Strobe product launch, Downtown Los Angeles, March 2025: DJ in a bright blue outfit standing beside a DJ mixer in a backstage venue. Produced by THE UMBRELLA.
M.A.C Strobe product launch, Downtown Los Angeles, March 2025: Two smiling people pose together at an evening event against a dark backstage wall. Produced by THE UMBRELLA.
M.A.C Strobe product launch, Downtown Los Angeles, March 2025: Person with curly dark hair wearing a white polka-dot dress, posing against a red wall. Produced by THE UMBRELLA.
M.A.C Strobe product launch, Downtown Los Angeles, March 2025: Woman in a black leather jacket and sequined cutout dress posing among vintage CRT televisions. Produced by THE UMBRELLA.
M.A.C Strobe product launch, Downtown Los Angeles, March 2025: Woman in a tan coat and floral outfit seated against a red graffiti-covered wall. Produced by THE UMBRELLA.
M.A.C Strobe product launch, Downtown Los Angeles, March 2025: Two women pose in front of vintage CRT televisions and video equipment, one wearing a polka-dot dress and blue jacket, the other in a white fur coat. Produced by THE UMBRELLA.
M.A.C Strobe product launch, Downtown Los Angeles, March 2025: Woman in a bright pink velvet jumpsuit posing among vintage CRT televisions and video equipment. Produced by THE UMBRELLA.
M.A.C Strobe product launch, Downtown Los Angeles, March 2025: Person wearing a brown cowboy hat, orange sunglasses, and a denim jacket in front of a red graffiti-covered trailer. Produced by THE UMBRELLA.
M.A.C Strobe product launch, Downtown Los Angeles, March 2025: Two men wearing glasses pose in a dark setting while holding lime-garnished drinks and MAC shopping bags. Produced by THE UMBRELLA.
M.A.C Strobe product launch, Downtown Los Angeles, March 2025: Smiling woman in a sheer black floral top posing in front of MAC Strobe makeup advertisements. Produced by THE UMBRELLA.
M.A.C Strobe product launch, Downtown Los Angeles, March 2025: Smiling woman in a tan coat at a nighttime event. Produced by THE UMBRELLA.
M.A.C Strobe product launch, Downtown Los Angeles, March 2025: Close-up portrait of a Black woman with platinum bangs, dramatic eye makeup, a black leather cap, pearl necklace, and black lace outfit against a dark background. Produced by THE UMBRE...
M.A.C Strobe product launch, Downtown Los Angeles, March 2025: Close-up selfie of a woman applying lip liner in a dark room, holding a smartphone and wearing layered necklaces and a fur-trimmed coat. Produced by THE UMBRELLA.
M.A.C Strobe product launch, Downtown Los Angeles, March 2025: Two people in black outfits pose in front of stacked vintage televisions and neon signs reading “MACHINE” and “STRANGE.”. Produced by THE UMBRELLA.
M.A.C Strobe product launch, Downtown Los Angeles, March 2025: Woman in black clothing and beret holding a vintage television in a neon-lit room filled with CRT monitors. Produced by THE UMBRELLA.
M.A.C Strobe product launch, Downtown Los Angeles, March 2025: Woman in sunglasses and a black outfit standing amid colorful retro televisions and bright studio lights. Produced by THE UMBRELLA.

Client

Estée Lauder Companies / M•A•C Cosmetics

Creative Agency & Production

THE UMBRELLA

Photography

BFA — Jason Sean Weiss

BFA — Kyle Goldberg

Cobra Snake

GP Selvaggio

Owen Kolas

When

March, 2025

Where

Los Angeles

Services

Creative Direction

Project & Event Management 

Event Production

Location Scouting 

Print & Graphics

Technical Direction

Content Capture & Post-Production

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